For the Swedish brand, the competition, which ends on January 31, is a zero-waste alternative to the traditional way of consuming fashion. That is why it’s fronted by actress Maisie Williams
, their sustainability ambassador. This virtual fashion collection includes an oversized vest made of impossible materials, an orange cable knit with sparkles, and a pair of baggy vibrant trousers with a matching cropped hoodie.
The competition, which accompanies the digitally-exclusive collection, will feature participants from six selected countries that will have to name one of the looks. Once the winners have been selected, they will have to send a photograph of themselves to H&M, who will award them with the picture of the new look days later – CGI and all, for them to upload on social media.